Rasna International Targets Double-Digit Growth Amid Strong Summer Demand, New Product Launches

Instant drink maker Rasna International is targeting a 30-40% growth in FY26, driven by the early onset of summer, capacity expansion, distribution growth, and new product launches. The company on Friday introduced Rasna Rich, a fruit drink powder concentrate, aiming to capture a share of the ₹20,000 crore fruit juice segment. It also plans to launch a ready-to-drink product in the coming months.

Piruz Khambatta, Chairman of Rasna International, announced an investment of ₹40-50 crore in a new manufacturing plant in Patna. This facility, the company’s 12th, will have an annual capacity of 2 million cases and will enhance access to litchi food concentrates for its portfolio.

"With the launch of Rasna Rich, a 'richer, thicker, and tastier' fruit drink powder concentrate, we aim to strengthen our presence in the fruit drink market and make mango-flavored beverages more accessible," Khambatta stated. The product is being introduced at a promotional price of ₹10 per pack, yielding three glasses, positioning it as a cost-effective alternative to competitors.

Rasna is also ramping up its direct distribution network, targeting one lakh outlets by the end of the next fiscal year, up from its current reach of 1.8 million outlets. The company noted that quick commerce, which now accounts for 3% of total sales, is significantly impacting modern trade. Overall, e-commerce contributes 7% to Rasna’s sales.

While urban demand remains strong, Khambatta highlighted that rural growth has not met expectations, a factor critical to the FMCG industry’s recovery. "We expect Rasna Rich to strengthen our foothold, particularly in mass urban markets," he added.

Looking ahead, Rasna is developing a low-calorie, ready-to-drink wellness beverage as part of its upcoming product expansion. The company, which exports to 60 countries, continues to experience robust international growth.

HBL